4 Cornerstones P2P Success
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https://bloomerang.co/resources/webinars/ Abby Jarvis will show you four key activities that are proven to raise more money in a peer-to-peer campaign.
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4 Cornerstones P2P Success
- 1. Build a Strong Foundation! Four Cornerstones of Peer-to-Peer Fundraising Success
- 2. Wait, Who Are You? + Abby Jarvis, Nonprofit Education Manager + More than 7 years at Qgiv + Nonprofit best practices + Recently participated in a peer-to-peer fundraiser
- 3. How do you get participants engaged? Based on your type of event, between 29% and 80% of your participants will be $0 fundraisers*
- 4. How do you get participants engaged? Successful fundraisers exhibit 4 key behaviors. Encouraging those behaviors will lower your number of $0 fundraisers.
- 5. Let’s get to it! We’ll cover four foundational behaviors of successful peer-to-peer participants (and how to encourage them), including: Personalizing a fundraising page Sending fundraising emails Posting to social media Reaching fundraising milestones
- 6. Participants who update their pages raise between 7 and 18 times more than those who don’t. Takes about 5 days to start Many finish in 24 hours Cornerstone #1: Personalizing a Fundraising Page
- 7. Give your participants the encouragement and tools they need to do a good job! Try: Encouraging page customization in registration confirmation emails Providing participant toolkits Offering resources and help Rewarding completion Cornerstone #1: Personalizing a Fundraising Page
- 8. The key to getting people to complete their pages is making it fun and easy. Show past years’ momentum and ideas (seriously, look at this poster) Build team spirit Encourage friendly competition Cornerstone #1: Personalizing a Fundraising Page
- 9. You can also help participants by: Cornerstone #1: Personalizing a Fundraising Page Providing impact statements, ideas, and images Connecting participants to the mission (facility tours, volunteer opportunities, etc.)
- 10. Takeaway #1: Help Participants Build Their Pages Make it fun and easy to complete a fundraising page by amping up participants and giving them the right tools! Help participants channel their excitement into their pages by sharing examples, providing talking points and impact statements, and encouraging them to work on their fundraising pages.
- 11. Cornerstone #2: Sending Fundraising Emails Participants who send emails raise between 2 and 11 times more than participants who don’t send emails.
- 12. Cornerstone #2: Sending Fundraising Emails Your participants are busy! Make it easy to send fundraising emails and updates by: Giving them templates, ideas, and talking points Letting them schedule emails Offering advice and help
- 13. Cornerstone #2: Sending Fundraising Emails This is a great example of what these best practices look like in action! This is a fundraising email a participant sent out to their lists It was built from a template provided by the nonprofit We were reminded to send emails and ask for support
- 14. Takeaway #2: Equip Participants to Send Emails If you want to raise money, encourage and facilitate email appeals and updates! Participants are busy and are often intimidated by asking for money. Provide templates, best practices, and examples. Keep in touch. Remind participants about deadlines and encourage them to reach out to their networks.
- 15. Participants are increasingly moving from email appeals to social media appeals. Email still works, but it’s hard to stand out in crowded inboxes! Cornerstone #3: Posting to Social Accounts
- 16. Encouraging social posting pays off! + In an average peer-to-peer campaign, 15-18% of all donations are referred from Facebook.* + Participants who update every 5 days or so raise 3x more.* + 21% of all P2P dollars are raised from a direct click-through from social media. ** Cornerstone #3: Posting to Social Accounts * Arreva ** Network for Good
- 17. Get participants active on social media! Offer templates and post ideas Encourage your participants to share stories fundraising activities Engage with participants’ posts to boost visibility and show your supporters you see and appreciate their support Cornerstone #3: Posting to Social Accounts
- 18. Takeaway #3: Encourage Social Posting If you want to raise money, get your participants excited about posting updates and appeals to social media! If needed, offer templates and copy + paste post content to help them feel confident. Encourage creativity, especially with videos and pictures of offline events. Make sure you interact with your participants’ posts. Don’t let them feel alone!
- 19. We’re going to use badges as a success gauge, but this applies to all milestones. +More badges = more $ raised +At least 1 badge = $306.51 +0 badges = $89.54 Cornerstone #4: Reaching Fundraising Milestones
- 20. +Make milestones significant but achievable +Recognize participants when they reach each milestone (digital badge, social media shout-out, rewards) Cornerstone #4: Reaching Fundraising Milestones Humans are hardwired to meet goals. Set a goal and choose incremental milestones for participants to reach.
- 21. Cornerstone #4: Reaching Fundraising Milestones
- 22. Takeaway #4: Set & Reward Fundraising Milestones Set goals, then break them into incremental milestones that will keep them engaged through the fundraising process. Understand what motivates your participants, then reward them for their work. Rewards can be anything; digital badges, raffle tickets, swag, trophies and medals, and more!
- 23. Provide toolkits and resources Focus on getting people to work on their pages within 5 days Build hype, anticipation, and a sense of friendly competition Offer impact statements they can use Takeaway #1: Help Participants Build Their Pages ☑ Examples of past fundraising pages ☑ Important talking points ☑ Compelling impact statements ☑ Images, logos, and videos ☑ Point of contact for support ☑ Regular contact Resource Checklist
- 24. Remember your participants are busy Provide easy access to email templates and scheduling tools Remove common obstacles that would prevent them from fundraising Be available to help! Takeaway #2: Equip Participants to Send Emails ☑ Email templates and examples ☑ Basic best practices ☑ Suggested email timelines ☑ Regular reminders to email Resource Checklist
- 25. Encourage regular updates! Interact with participants’ posts If possible, allow scheduled posts Foster creativity with images, video, and stories Share offline fundraising tactics on social channels Takeaway #3: Encourage Social Posting ☑ Social media templates & examples ☑ Compelling images and videos ☑ Suggested posting timelines ☑ Staff time to monitor and share participant posts Resource Checklist
- 26. ☑ Overall fundraising goal and expected team or individual goals ☑ Reasonable fundraising milestones ☑ Reward system for different achievements ☑ System for maintaining momentum Takeaway #4: Set and Reward Fundraising Milestones ☑ Goals for individuals, teams, and overall event ☑ Reasonable fundraising milestones ☑ Reward system for different achievements ☑ System for maintaining momentum Resource Checklist
- 27. Questions? Snag our free eBook on marketing peer-to-peer events at start.qgiv.com/WC-eBook-MarketingEvents.html
Editor's Notes
- One common problem among peer-to-peer fundraisers is non-participation. Non-participation rates very based on a ton of different variables, like event type or the number of participants. But between 29% and 80% of peer-to-peer participants never raise a dime! Increasing participation by just a few percentage points can have a really profound impact on the amount you raise overall.
- So, a while ago, the Qgiv team looked at really successful peer-to-peer participants and identified what they were doing that made them so effective. We found that four different fundraising behaviors result in raising more money, and that encouraging people to engage in those behaviors is an important part of meeting your fundraising goal.
- We spent time digging into the data around how participants engage with nonprofits, and we identified some different strategies you can use to help encourage that engagement and keep people involved in the fundraising process. Over the next few minutes, I’m going to show you what we found! We’ll look at how we can help participants build their fundraising pages, send fundraising emails and effective social media posts, and how we can keep people involved in fundraising by creating different fundraising milestones for participants.
- After looking at our data, we knew that people who update their fundraising pages raise significantly more than the people who don’t personalize their pages at all. We also found two really interesting patterns across thousands of participants: we found that the average person takes about 5 days to start personalizing their page. That’s five days between when they register for your peer-to-peer event and when they log back in to start working on their pages. We also learned that a large portion of those participants will finish working on their pages within 24 hours of starting the customization process. Once that 24-hour mark is past, lots of your participants won’t touch their pages again.
- If you want your participants to customize their pages, there are a two goals: one, make sure you get someone to customize their page within that 5-day period and, two, make it as easy as possible for them to put together a great page within 24 hours. To do that, I really recommend taking some steps to motivate fundraisers to put their pages together. One great way to do that is by dropping a note (and maybe some tips!) about updating a page in the participant’s registration confirmation email. We’ve also seen some nonprofits build a short drip sequence of emails for their new participants, which is an amazing way to relay important information about the event and give participants ideas about how they can build out their pages. Offering participant toolkits and resources is also a really valuable way to help your participants. We’ve seen a bunch of nonprofits build toolkits with fundraising best practices, storytelling ideas, and other tips that they send to their fundraising participants. Taking a few minutes to upload images your participants might want is also a big help; your supporters will be more likely to build out their pages if you give them some pictures, impact statements, or other pieces they may want to include on their fundraising page.
- I recently participated in a peer-to-peer fundraising event in my home-town, and they took a few extra steps to motivate us to build out our fundraising pages. One of the most helpful strategies for me personally was showing us past event pages; they had all kinds of examples of stories and images past fundraisers had used, and it gave us tons of ideas. Our event was all team-based, so they spent time creating a sense of friendly competition between the participants. It’s way harder to put off personalizing your page when all the other teams are working on theirs! I know not every event is team-based, but that’s a fun tip for those of you who emphasize teams.
- Some other strategies you might want to try include giving participants strong, solid impact statements that speak directly to how the money they raise will make a difference. One, knowing exactly what the money they raise can achieve is a huge motivator to actually raise that money. And two, it gives them some great content to include on their fundraising pages. You can also try encouraging them to build out their pages by connecting them to your mission. If you have a small group of supporters, this could include a facility tour or volunteer opportunity; they’ll be more invested in raising money for you if they’ve actually spent time with you and seen the work they’re supporting firsthand. If you have a larger group of supporters, try sending them videos about your clients and how they benefit from the services you provide. The nonprofit I raised money for last year did a great job of this! We were a smaller group, so we saw a facility tour of the clinic we were supporting and got a first-hand look at how their programs benefitted the community. They also gave us some impact statements, which made customizing our pages a lot easier. We could make our pages more powerful by sharing statements about how a $58 gift could pay for one patient’s clinic visit, for example, or that raising $275 would pay for dental services for someone in need.
- The second key behavior we identified in successful peer-to-peer participants is sending fundraising emails. This behavior has a dramatic impact on a participant’s fundraising success!
- But your participants face two major hurdles when they’re asked to send fundraising emails. One, they’re busy. Sending fundraising emails requires a lot of time and thought, and it’s so easy to put them off and think “Ah, I’ll just work on this later.” I can attest to that! And two, your participants often don’t know HOW to send fundraising emails! They’re not as familiar with fundraising as you are; you might know fundraising best practices and the best way to ask people for support, but that can be a big scary task for people who have never done it before. You can help beat those problems and make it more likely your participants will send those emails. One, help them get started with their fundraising emails. Giving them templates can make sending an email so much less intimidating! Try building some simple templates they can use as a starting point for emails; either upload it as a resource, include it in a toolkit, or have it built into your fundraising platform. If you can, giving them the option of scheduling emails is also a huge help. Your participants might not have time to sit down and send a new fundraising email every week, but they might have time to build several emails from a template and schedule them out. Of course, regardless of what you do, the #1 thing you can do to get your participants to send fundraising emails is to make yourself available to help them if they get stuck.
- Here’s a little glimpse of what this can look like! The email on the right was sent after the nonprofit sent us a reminder about the upcoming event and encouraged us to send emails to our friends and family. This email was written from a template the nonprofit provided—this participant only had to tweak the name of her team member and her team name before dropping in a quick photo and sending this out. The whole process took less than 5 minutes, which was ideal; all of us had these templates handy, which made sending emails way easier than it would have been if we’d had to do these from scratch.
- The big takeaway here is to take steps to make it as easy as possible for your participants to send fundraising emails. This is one of the most effective fundraising methods for peer-to-peer fundraisers, so anything you can do to encourage more email fundraising will pay off! Give your participants templates, tips, and best practices that will take the intimidation out of fundraising and make the process less time-consuming. Whatever that looks like for your organization, be sure you make yourself available to send gentle reminders to participants and to support them if they have questions about how to do it.
- Based on your unique participant base, you may find that your fundraisers are likely to share on social media more frequently than they do through email. And that’s great! Email inboxes are crowded, so having your participants active on social media, too, can really reinforce their asks.
- And social media activity does pay off. Most peer-to-peer campaigns can attribute between 15% and 18% of their revenue to people who were referred to their campaign from Facebook. That number goes up to around 21% when you include all social media platforms! And research has shown that participants who post every five days or so consistently out-perform participants who post less frequently.
- So how do you encourage your participants to post to social media every five days or so? Well, offering templates and post ideas just like you did with emails is really helpful. So is encouraging your participants to get creative with their fundraising so they have tons of great stuff to share on social media! Another step I’d really encourage you to take is interacting with your participants’ social media posts if they’re making appeals or sharing information about their fundraising activities. That makes your participants feel like you see and appreciate the work they’re putting into raising money for you. The two social posts I have here on this slide are posts from the event I participated in last year, and I wanted to use them to highlight a couple of these best practices. For one, two of our teams held happy hours where proceeds went to our fundraisers. The staff at the nonprofit we were supporting helped us publicize the events, and they also all liked and shared our posts. They even made sure they had staff present at each of our events! As a fundraiser, it was great to have that kind of interaction and support from the nonprofit. It really meant the world to us.
- The big takeaway here is to encourage your participants to stay active on their social channels. Get them started with templates and ideas in case they get stuck! But make sure you also encourage them to get creative with their posts—you might be amazed at some of the cool stuff your supporters come up with. And, whatever they post, take the time to interact with them. If your participants are sharing your event, having fundraising events, or asking people for support, like or share or comment on their posts. Your participants will feel appreciated, and that will make them more willing to continue to share.
- This section is my favorite! I love the psychology behind why donors and participants do what they do, and we found a fun little psychological “hack” you can use to encourage people to stay involved for the duration of your fundraising period. For clarity, I want to tell you that the “badges” we’re referencing are a part of the Qgiv system, and we looked at the correlation between badges earned and the amount a participant raised. But, really, this can apply to all milestones in general, not only badges. We found that, generally, the more badges a participant earned, the more they raised. That seems like kind of a no-brainer, right? But the difference is really dramatic. Someone who earned even one badge—or met one milestone—raised more than $300 on average. The average person who didn’t work to earn a badge (or reach a milestone) raised around $90.
- So what does this mean? Once we dug around in the data for a while, we were able to conclude that participants are more motivated to get and stay engaged with the fundraising process if they have different incremental goals or milestones to reach. We are hardwired to meet goals! And, without getting too science-y on you, I’ll tell you why: when we meet a goal, our brains release a chemical called “dopamine.” Our brains LOVE dopamine! And they release even MORE dopamine if we get a reward or recognition for meeting that goal. Working toward incremental goals is also a lot less intimidating than working toward one big goal. If you tell your participants you want them to raise $2,000, that can seem intimidating and off-putting. But getting to their first $50 isn’t so bad! From there, you can move them to raising $100. Then $300. Those feel achievable! Moving them from milestone to milestone is a great way to keep them working toward your big goal. You can keep your donors involved by giving them incremental goals and rewarding them for meeting those goals. Rewards can be as simple as a digital badge or a social media shout-out or as big as prizes, awards, or trophies.
- I included this graphic of a nonprofit’s peer-to-peer leaderboard because of a story I heard when I was participating in last year’s peer-to-peer event. The team members of “CleoSWANtra” were highly, highly motivated by the “top fundraiser” badge I showed you on the previous page. They ended up raising more than $28,000 because they were absolutely bound and determined to have that badge. The team captain was even on a trip to Italy during part of the fundraising period, and he was sending fundraising emails in the middle of the night so people in the States would get them during the day. It was wild.
- If you want to keep your participants engaged throughout the fundraising process, give them incremental milestones to work toward. Then, recognize and reward your participants for meeting those milestones. Keeping your participants moving from one achievable milestone to the next can make the fundraising process seem less intimidating, especially if you’re asking them to raise substantial amounts of money!